Emotion by Design

From the creative genius behind Nike's most audacious campaigns comes this revelatory guide to creativity in business

A revelatory guide to creativity in business, from the genius behind Nike's greatest campaigns

Just do it. Find your greatness. Believe in something. For decades, Nike's campaigns have been so radically creative that they make an indelible mark on the public imagination - and, just sometimes, change how the world thinks.

It's an art form that Greg Hoffman understands better than anyone. Over 30 years at Nike, he crafted some of the most iconic campaigns in history- from Colin Kaepernick's 'Dream Crazy' ad, to the instantly recognisable logos used by Roger Federer and Serena Williams. By the end of his career, he was Chief Marketing Officer - responsible for maintaining the brand recognition of the Nike swoosh everywhere on Earth.

Now, Hoffman reveals the simple principle that Nike use to power their creativity- emotion by design. Combining scientific analysis and artistic daring, emotion by design helps Nike forge deep, personal bonds with their customers - crafting campaigns that chime with people's most audacious dreams.

But this method needn't be limited to Nike. In Emotion by Design, Hoffman reveals how you too can drive your creativity the Nike way- by drawing on the talents of a diverse team, by forging a culture where everyone is hypercreative, and by spotting which ideas have the potential to capture imaginations around the world.

The result is a masterclass in creativity, gleaned from a lifetime with one of the world's most innovative brands. We can all harness the power of emotion by design.

About the Author

Greg Hoffman joined Nike as a design intern in 1992 and rose through the ranks to become Chief Marketing Officer, retiring in 2020. During his 28 years at Nike, Hoffman creatively led three Olympic campaigns, worked with everyone from LeBron James to Serena Williams, and shepherded Nike to greater brand recognition than ever before. He has been cited as one of the US's leading creatives by Fast Company, Business Insider and AdAge.